Greener Data CentreEconomy or Ecology?

Panduit

Acknowledgements: LA CDR, HBR various

articles on climate change and other

sources mentioned in the presentation

Panduit Cisco Relationship snapshot

CISCO NETWORKING ACADEMY

CATALYST6K CABLE MGMT SOLUTION

CISCO CONNECTED REAL ESTATE

DATA CENTRE

SOLUTION TECHNOLOGY INTEGRATORTECHNOLOGY DEVELOPER PROGRAM

• Joint Development

• Cisco Co-Development

• Potential New Distribution

• WLAN Reseller

• (In US, with

Global options)

• Video on Demand

• Whitepaper

• New Partnership Model

• Networkers

• Partner Summits

• Expos

• Joint Architecture for CRE/CBS

• Joint Showcase at Panduit EBC

• Joint Ecosystem of Partners

• IP Communications

• Storage

• Wireless

JOINT FIELD ENGAGEMENTCISCO EVENTS

SALES

• Wireless LAN

• Data Centre

• IP Communications

MARKETING

PRODUCT DEVELOPMENT

• Sponsorship

• Curriculum Development

• Joint Marketing

PARTNERSHIP

Panduit Company Description

Panduit is an established market leader in network connectivity and electrical products

Founded in 1955

>$750 million sales

5000+ employees worldwide

Take away thought

The concept, studies and value proposition of the EcoDC (UK) helps us justify proven savings and efficiencies of up to 70%

thanks to integrated and modular solutions

Given CLIMATE CHANGE and today’s trends in terms of energy consumption and social responsibility,

under a renewed business strategy and organisational design,

the ONLY way to achieve efficiencies and sustainable savings in the build and maintenance of a data centre is to strategically integrate the

planning, deployment and operations within the concept of

TOTAL ENGINEERING

(Telecommunications, Electronic, Mechanical and Electrical)

Content

Environment: Technology, Globalisation and climate change

Business strategies

IT Strategies

Examples: EcoDC

Ecology or Economy?

Global, IT and climate

The user the driverSustainable development:

Our problem?Regulation and risk

Non renewable energy sources and consumption

Electricity, emissions and operations (datacentres)

Due to technology innovation and high density:

Energy cost = IT costEnergy, IT problem

Country and institutions response

Kyoto, LEED (US), EU Code of conduct

Business strategies, organisation redesign and aligned investment

Savings and operational efficiency

Convergence and data centre

Technology and engineering partnerships

Future GENERATIONS

Environment: The user the driver

Social:

Demographics and health

Virtual communities

Economic:

FDI and trade

Political:

Freedom, open societies

Legal:

Deregulation and regulation

Three big market forces:

Technology

Global

Climate

Technology trends

IP Video and tele-pressence

Collaboration - webex

Social Networking - facebook

The Virtual organisation

High definition TV

Green IP Buildings / factory

VDI (thin client) and Applications virtualisation

Automation and intelligence, SOA

Virtual / clustering -> Consolidation

HPC and blade servers. NGDC

40G/100G, Infiniband, Ethernet 10G fiber and copper

Business, ICT and electricity supply

Businesses and legislation/standards: Environment, ISO, SOX, Basel2, ITIL

Datacentres

4% of US Electricity consumed5-10% of energy consumption of western economiesrepresent 2% of total CO2 emissions worldwide

ICT Growth = data centre growth, increased specific needs

On Average 30% of total electricity cost goes to IT; energy can be bigger than equipment cost

Source: The Green Grid

Why IT people do not look at the electricity bill:

Bill comes much later than the charges are generated

They are not IT department responsibility

The electricity account could be included in wider facilities account

Energy efficiency IT:from coal to server, waste

16.66 MWCoal Energy

60% Lostthrough chimney

5-10%distribution loss

65% DC powerConversion and cooling loss

15-30% Server and Storage

utilization

5 MWto the

Data centre

0.35-0.5 MW“Useful Server

Cycles”

Agios Dimitrios, Europe's dirtiest power plant.© WWF Greece / Zisis Karaberis

1MW cost 1M Eur/p.a. (5MW = 1800 servers = 4M Eur = 44 GWh pa and 66.766 TmCO2 )

Greek annual electricity production 55.000 GWh.

Data centre energy inefficiencies

Non-integrated design

Misaligned financial analysis

Engineering disciplines not talking to each other

High density / space requirements badly designed

Operations & maintenance ignored in the concept

Cooling and electricity supply

Redundancy = duplicity

Over-sizing of UPS

Low utilisation & performance of PDU, forced air

Non intelligent and non efficient buildings

•60% of TCO for Data Centre is Space, Cooling and Power

•30% of TCO for Data Centre is Engineering, Installation, service

(Morgan Stanley, Refining the Data Centre May 06)

Strategies Macro level: Institutions

European Strategic Energy Technology Plan (SET-Plan)

Identify key technologies for EU to accelerate development and deployment by working in focused and coordinated coalitions/partnerships sharing risks and leveraging resources.

Examples of technologies: biorefineries, sustainable coal and gas technologies, fuel cells and hydrogen and Generation IV nuclear fission

Build on and complement existing initiatives:- National energy strategies and reviews, - Environmental Technologies Action Plan (ETAP) - ICT for Sustainable Growth

Given Coal’s role in GHG emissions:- Development and deployment of technologies for zero-emission power generation from coal

Energy Green Paper 'A European Strategy for a Sustainable, Competitive, and Secure Energy'

Commission Communication "Limiting Climate Change to 2°C - Policy Options for the EU and the World for 2020 and Beyond

EU Initiatives & Strategy for climate change

Renewable Energy and Clean Coal trends and studies

CO2 Capture and Storage (CCS) Technologies and Options for CO2 geological storage

EU Emissions Trading Scheme (started 2004)

11,400 installations/ 5,000 firms (energy generation, steel and concrete manufacturing). Most residential and transportation emissions excluded

Submission of NAPs by countries and EUAs distributed by governments to producers yearly. Installations could trade with any other installations or private individuals to meet annual targets

Other markets and forums: US people and companies

Chicago Climate Exchange

USCAP (US Climate Action Partnership, companies initiative)

Pew Center’s Business Environmental Leadership Council

Global Roundtable on Climate Change

World Business Council for Sustainable Development

Renewable Energy Certificates (RECs)

Micro level: Business strategy approach

1. Understand Carbon Footprint and measure: Method, the Greenhouse Gas Protocol:www.ghgprotocol.org

2. Carbon related risks and opportunities

Not corporate responsibility but strategy

Porter analysis (HBR)Outside in

Inside out

3. Adapt your business in relation to risk and opportunities:

Strategy or operational efficiency

4. Do it better than your competitors

Green, IT and DC operations

EU Code of Conduct

Best practicesFacilities integrated into data centre design: IT Load and Facility LoadThe Green Grid as a reference

all participants data centre owners and operators should initially report and monitor energy consumption using the Green Grid definition of data centre efficiency (DCE)

LEED (US)

The Leadership in Energy and Environmental Design (LEED) Green Building Rating System™: LEED gives building owners and operators the tools they need to have an immediate and measurable impact on their buildings’ performance.

Program of the U.S. Green Building Council (USGBC) www.usgbc.org

European UnionEuropean UnionEuropean UnionEuropean UnionEnergy Performance of Building Directive Energy Performance of Building Directive Energy Performance of Building Directive Energy Performance of Building Directive

(2002/91/EC)(2002/91/EC)(2002/91/EC)(2002/91/EC)

Buildings CertificationEnergy efficiencyimpact on the buildings’ energy performance.

In country since 2006

Example, Coca Cola Greece: Corporate Responsibility only?

From their PR: “The acknowledgement of corporate responsibility regarding environmental protection is the main concern of Coca-Cola HBC Greece”

Facilities are certified ISO 14001 environmental standard

Biological cleaning and handling of liquid waste, as well as recycling programs

Reduction of emission and solid waste discharge

Control of electric power consumption, water and fuel, effective use

Setting environmental goals, monitoring results and auditing processes

Natural gas, alternative source at Schimatari plant; plans for all the rest

Investment in training and cultivating employees’ environmental awareness

Contribution to program for water conservation Northern Greece

"Voluntarism and Environmental Protection Program“

Cleaning Podoniftis River bed, Filothei area

"Revival of the Routes to Ancient Olympia" with NGO "Conservation Volunteers Greece"

Supporting Educational Ecological Park, Neo Psychiko Municipality

internal

external

Another example: Panduit

Corporation drive:

example new HQ, LEED gold

Regulation compliance:

ISO14000 in all factories

ROHS in ALL products

Strategic Marketing Initiatives

The Green Data Centre

New product / solutions development:

Software and appliances

New cabinets series

Cable management

Structureground TM

GridRunner TM

Panduit and EcoDC initiative

Standard

Modular

Scalable

Integrated

Repeatable

Comprehensive

The New Data Centre: Ecology and economy

Goal:

produce the same amount of processing power under today’s energy and space limitations

Strategies:

Value Added TOTAL Engineering aligned with company strategy, social responsibility policies and operational efficiency

Intelligence and business process automation (reduce regulatory and operational risk, prepare for SOX, Basel2, ISO, ITIL)

Efficiency through passive design and usage of space over the long run

Evaluation of all IT equipment aligned with energy strategy

Group SchneiderAPC MG

Example: Panduit and EcoDC initiative

Architecture of a perfect solution

Consulting Integration

Site Search

Energy

Audit

IT

AuditFeasibility

Study

Transition

Plan

Special

Aspects

M+E Plant

Detail

Modular

M+E Plant

Shell

Sustainable

Options

EcoDC

POD

Install

High density

Low Energy

IT Install

Rightsize

Loading

Virtualise

Servers

Storage

Network

Command

& Control

Design

Command

& Control

Install

Manage

&

Operate

Optimise

Service

& SLAs

TCO &

RoI

Case

Practical comparison new build

50% non-IT support / 50% IT Data HallLARGE range mechanical,electrical plant1793 single thread servers plus storage and networking7,200 sq m (120m * 60m)Energy consumption @ 109m kWhr paCarbon impact @ 12,841 tonnes C paTotal Capex non-IT @ £45m

Total Capex IT £15m

Energy Opex to run each year @ £7,665,000

Plus staffingSAME applicationsNO sustainability options

50% non-IT support / 50% IT Data HallMID range mechanical,electrical plant790 multi-thread servers plus storage and networking 2,150 sq m (65m * 32m) Energy consumption @ 12m kWhr paCarbon impact @ 1,427 tonnes C paTotal Capex non-IT @ £16 m

Total Capex IT £8.4m

Energy Opex to run each year @ £851,000

Plus staffingPlus transfer of SAME applicationsPlus sustainability OPTIONS selected

Replica 2005 ‘Standard’ EcoDC07 Equivalent …Same capacity in data processing power…different design

Benefits of EcoDC design for new build

Space

2,150 sq m (65m * 32m)

Energy

12,166,700 KWh

£ 851,700

1,426 Tm Carbon

90% less…and same IT performance

Space

7,200 sq m (120m * 60m)

Energy

109,500,000 KWh

£ 7,665,000

12,841 Tm Carbon

Standard DC

1 MW IT input

1 MW non-IT input

Source: Norman Disney Young 2007

2005 ‘Standard’ EcoDC08

<90%

Less

…to achieve equivalent data processing capacity

�Work orders are taken from HP Service

Desk and are transformed into PanView

Work Orders with associated tasks

� Progress is monitored by Service Desk

� Remedy integration of work flow can be

made to measure depending on needs

Work OrderWork Order

Task 1

Task 3

.

.

Task n

In-Process

- Creates Work Requests

- Monitors Progress

Completed

HPOV

Service

Desk

Help Desk Infrastructure Manager

- Creates Work Orders

- Picks Service Path

- Monitors Progress

Installer

- Executes Work Orders

- Updates Progress

Phase 3:View/Select Candidate Work Order

Phase 4:Create

Work Order

Phase 5:Review/Select

Work Order

Phase 7:Execute

Work Order

Phase 8:Complete Work Order

Phase 2:Organize and Document Required Operations

Phase 1:Identify Required Operations

Phase 6:Manage Work Orders

Help Desk FunctionIT Manager

/

Datacenter Manager Function Installer Function

Process automation and Integration benefits. HP Service Desk Example

Energy savings contribution

NET-ACCESS™Cabinetwith Duct

Cabinet withoutDuct

Thermal management – Example 2 6509 Switches at 6kW

Heat reduction in NET-ACCESS™ (Panduit)Extra heat dissipation 20kwh

(tested by Cisco)

Savings in extra cooling (no need for fan)New server cabinets:

Improvement in cooling by using integrated technology for passive cable management. 14% savings in operational costs.

9513 test data-PANDUIT Net-AccessTM Cabinet with

exhaust ducting versus open rack

70

75

80

85

90

95

1 2 3 4 5 6 7 8 9 10 11 12 13

Line card location

(ambient temperature 72 deg F)

Temp (deg F)

open frame data

closed cabinet+exhaust

duct data

Availability and cost

Grounding and bonding: Electronics warranties do note cover improperly bonded and grounded machines. Norms:

Normally used German norm DIN EN 300253, ratified locally does cover human risk but not equipmentIEEE 1100 and TIA 942 recommended to reduce risk

Space savings in high density environment: up to 40% of capex (real estate, sqm)

Use of angled panels, rational cable management accessories, zone cabling and consolidation points liberate spaces in raised floor too. 55%-87% saving in installation time thanks to modular routing

More than 50% of chilled air is lost due to incorrect cable routing

Ecology or Economy?

Global, IT and climate

The user the driverSustainable development:

Our problem?Regulation and risk

Non renewable energy sources and consumption

Electricity, emissions and operations (datacentres)

Due to technology innovation and high density:

Energy cost = IT costEnergy, IT problem

Country and institutions response

Kyoto, LEED (US), EU Code of conduct

Business strategies, organisation redesign and aligned investment

Savings and operational efficiency

Convergence and data centre

Technology and engineering partnerships

Future GENERATIONS

Take away thought

The concept, studies and value proposition of the EcoDC (UK) helps us justify proven savings and efficiencies of up to 70%

thanks to integrated and modular solutions

Given CLIMATE CHANGE and today’s trends in terms of energy consumption and social responsibility,

under a renewed business strategy and organisational design,

the ONLY way to achieve efficiencies and sustainable savings in the build and maintenance of a data centre is to strategically integrate the

planning, deployment and operations within the concept of

TOTAL ENGINEERING

(Telecommunications, Electronic, Mechanical and Electrical)

Questions

Thank you for your attention.